Jan 08, 2019

If You're An Executive, Your Personal Brand Is An Asset To Your Inbound Program

By: Josh Dougherty

Inbound Marketing

Over the holiday break I finished reading Top of Mind by John Hall over at Influence & Co. One of John's most salient points was about the importance of business owners, leaders, and executives actively participating in inbound marketing.

He says that one of the ways they need to participate is by cultivating a vibrant personal brand:

Debating whether to invest significant time and resource into your brand isn't really an option anymore. Simply put, it is nearly impossible to survive—much less—in this You Marketing landscape without a thriving personal brand. The most obvious motivation is for your own self-investment ... But it's valuable for more than what it can do for you alone. The evolution of personal branding has made it a necessary strategy for companies.

He goes on to contrast the extraordinary impact that Dharmesh Shah, the cofounder of Hubspot, has had in keeping Hubspot top of mind in the inbound world vs. Mastercard CEO Ajay Banga. Banga published once on LinkedIn in 2013, generated tens of thousands of views, and never posted again. What a missed opportunity.

The voices of business owners and C-Suite executives like you carry consistent weight. Like Dharmesh, you can consistently share your expertise, build trust with potential clients and customers, and make sure your company is top of mind when they're making a buying decision.

Here are three simple steps you can take as you start 2019 to invest in your personal brand, and lend your voice to the growth of your company.

  1. Spend some time creating a simple framework for your personal brand. I recommend thinking through the unique expertise you provide to your industry, how that expertise relates to your company, and how you want people to feel after they interact with your content.
  2. Identify a few ways to communicate consistently with your target audience. You may choose blogging, social media, speaking, or any number of other activities. It doesn't matter, just choose activities that will reach prospects. Then get to it.
  3. Find accountability. Things will get busy. You need someone to push you to keep going. Find someone who can have hard conversations with you and is willing to push you.

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